Colenso BBDO, JustONE, and MBM have created and coordinated a major new Fly Buys campaign, We Love to Give. The campaign’s main focus is a 60sec feelgood TVC, backed by the Supertramp classic Give a Little Bit.
A series of partner executions has also been compiled to show the simplicity of getting points for doing what consumers do every day across the range of brands and the industries where Fly Buys is offered.
These streams will be rolled out across television, out-of-home media, and below-the-line messaging with seasonal and promotional variances.
Genesis & Yellow on board
The 30″ partner execution includes Fly Buys’ new coalition partners, Genesis Energy and yellow.co.nz.
Loyalty NZ head of marketing Christina Mossaidis said: “Fly Buys is now in its 21st year, and this campaign has been the culmination of several programmes of work to re-educate Kiwis about loyalty programmes in an increasingly cluttered market.
“We wanted to show Kiwis how they could make the most of Fly Buys and fall in love with the programme all over again.
“We worked with our data analytics teams internally and with our new Clemenger Group team including Colenso, JustONE, and our media agency MBM to work through a comprehensive platform for delivering on our objectives for the next three years.”
Those objectives include increasing preference for Fly Buys as members’ favourite loyalty programme; increasing the member visitation to Fly Buys network partners not shopped at prior, and increasing the number of member redemptions.
Colenso ECD Steve Cochran said: “Loyalty programmes can often seem rather transactional. But at its heart Fly Buys is about giving and receiving. That’s the relationship it’s had with millions of Kiwis for decades. We set out to capture that spirit and cast an emotional halo across the whole Fly Buys brand.”
“We’re looking forward to seeing how the campaign resonates with Kiwis and how well it performs for the Fly Buys brand,” Christina Mossaidis said.
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